Our campaign specifically targets Vietnamese women aged 25 to 45, primarily office workers in HCMC and Hanoi, who lead unhealthy lifestyles. Based on their potential risk of contracting HPV, we've segmented them into two groups: Prospective Audience—aged 30 to 45, at higher risk, typically with 1-2 children; and Engaging Customers—aged 25 to 30, at lower risk, often in a committed relationship.    

Despite Vietnamese women's awareness of diseases, several barriers prevent proactive cervical health actions. Routine medical checkups, vital for identifying precancerous conditions, are not common practice. Moreover, traditional testing methods may fail to detect precancers accurately. The silent nature and early undetectable symptoms of cervical health issues further exacerbate this oversight.    

Our campaign seeks to break down these barriers, empowering women to voice their health concerns and seek the right care. By prioritizing cervical health and advocating for advanced testing like the Roche HPV DNA test kit, we aim to transform women's approach to their well-being. It’s time for her to speak up and receive the care she deserves for optimal health.

The Roche Cervical Disease Awareness Campaign has revolutionized health communication in the pharmaceutical industry by adopting a refreshingly engaging and witty approach to inform Vietnamese women about cervical health. Moving away from fear-based narratives, this campaign empowers women to proactively manage their health through an innovative self-test kit, suitable for use both at home and with medical partners. Supported by esteemed organizations such as the Centre for Women's Development, the Vietnam Women's Union, and and the Vietnam Association of Obstetricians and Gynecologists (VAGO), Roche's initiative has significantly impacted society and bolstered long-term business growth.

Dubbed "Let Her Speak Up - Để Cổ lên tiếng," the movement aimed to raise awareness about the silent nature of cervical cancer's early symptoms. The campaign introduced a humanized character named CỔ/Her, whose name held double meanings in Vietnamese. "CỔ" represented not only the target audience (women) but also the cervix itself ("CỔ" in "Cổ tử cung"). This clever wordplay portrayed the cervix as a woman with her own life, thoughts, and emotions, making the cervical screening education humorous and relatable.    

Additionally, a symbolic "Y" icon was created to visualize the cervix, placed within brackets to signify the cervical's ability to speak up when undergoing the right HPV DNA screening test, revealing its true health.    

A hero film and the 'CỔ' Facebook Fanpage sparked curiosity about cervical health, portraying CỔ's unnoticed life until a cervical cancer diagnosis. This narrative, part of the wider 'Let Her Speak' initiative, was amplified through activations, PR, and social media, driving engagement and action.  

To further enrich this campaign's narrative and emotional depth, incorporating direct feedback or stories from women who have been influenced by the campaign could amplify its emotional resonance. Visual elements or further descriptions of the campaign's creative assets might also provide a stronger, more immediate connection for the audience.

The Roche Cervical Disease Awareness Campaign’s communication journey introduces 'CỔ,' a character symbolizing women's cervical health, to ignite curiosity and promote proactive health care. This comprehensive campaign bridges Online and Offline realms, leveraging owned media, social influencers, health care professionals, PR efforts, activations, and physical displays to create a cohesive narrative.    

The campaign kickstarts with a series of Facebook and influencer posts that subtly introduce 'CỔ' and her significance, unfolding her story as a critical yet often ignored aspect of women's health. Influencers and HCPs engage audiences with edutainment content, sparking conversations around the critical need for HPV DNA screening. Through the 'CỔ' Fanpage, GDN ads, and a dedicated microsite, we offer captivating infographics that educate on cervical health while guiding audiences to in-person consultations and screenings.    

A novel trend emerges as KOLs/KOCs/Influencers adopt a signature pose, symbolizing attentiveness to cervical health, catalyzing a viral discourse on social empowerment and the importance of cervical health. This campaign transcends mere trend status, embodying a movement towards women's autonomy over their health and futures. The narrative broadens to include family dynamics, highlighting the supportive role of partners in this health journey, thus framing screening as an act of mutual care and responsibility.    

Onsite, booth activations in corporate environments and POSM in clinical settings introduce 'CỔ' alongside Roche’s HPV DNA test kit, advocating for its accessibility and ease. A landmark collaboration with the Thu Duc City Women’s Union culminates in the 'Cervical Cancer Screening Today' event, drawing over 300 community members for educational sessions with leading experts, emphasizing the life-saving potential of regular screenings.    

By weaving these elements together, the campaign not only educates but also builds a supportive community around cervical health, showcasing Roche's commitment to innovation and care in women's health.

Traditional business models rely on medical partners with less brand involvement throughout consumer journey. This way of working, however, limits information reaches due to psychological barriers created by doctor consults.    

In a remarkable six-month span, the campaign has captured the hearts of over 10 million audiences with "HER/CỔ" fan page, surpassing initial KPI by an impressive 150%. We are thrilled by the overwhelming response, particularly from major cities, where the impact has been substantial.    

In the past, the attention paid to cervical cancer was still entirely lacking in understanding. Now, women understand the importance of caring for their most feminine part. Thereby bringing increased survival for patients instead of detecting too late.  

The detailed numbers on the effectiveness of the project that the TEQUILA by TBWA\Vietnam Group and Roche recorded from the project are that in just six months, the project attracted:  

• Nearly 10 million reaches  

• Increased 1,886 followers and 1,615 Page likes for the “HER/CỔ” new fan page  

• Over 20,000 organic engagement  

During the activation period at office buildings in two big cities, Hanoi and Ho Chi Minh City, the program attracted more than 3,500 attendees for activations and events. The project received the attention and companionship of 37 KOLs, not only women but also men, who want to take care of their beloved.    

The campaign impacts both patients and Health Care Professionals. Dr. Pham Ho Thuy Ai, Deputy Head of the Gynecology Department at Tu Du Maternity Hospital, believes the campaign is a significant turning point, introducing the HPV DNA test and self-sampling method to help:  

• Doctors screen more subjects and achieve comprehensive cancer coverage.  

• It addresses barriers such as fear of visiting medical facilities, offering effective results. The campaign is considered pioneering in Vietnam and aims to revolutionize women's healthcare, encouraging even shy individuals with time constraints to seek medical attention.  

During activation, around 3,000 people showed interest in the program, with approximately 40% signing up for consultation and screening with medical experts. Additionally, senior female employees in Vietnam's advertising industry have expressed support for the project, joining hands to spread awareness among more people.